Quick look at how brands are celebrating the love-hate relationship of the siblings this year
Tanishq Celebrates Heart-Warming Tradition In #SistersByChoice Campaign
Tanishq has launched its latest digital film on Raksha Bandhan which celebrates the beautiful bond of a sister and her sister-in-law. The film showcases how their relationship is much more evolved than just being sisters-in-law and rather being #SistersByChoice. The tradition of ‘Lumba Rakhi’ on Raksha Bandhan symbolizes this pure bond of love, care and nurture - a tradition where the sister ties the Lumba Rakhi to her sister-in-law as well for, it is believed that it is not just the brother but the sister-in-law too, who is responsible for the sister’s protection and together they form a protective cocoon around the sister.
The heart-warming digital film conceptualised by Tanishq and Webchutney, poignantly portrays how the relationship between the sister and sister-in-law strengthens and becomes even more endearing over time. Through this film, Tanishq celebrates a relationship that has an underlying promise of protection, love and care. Despite all the unsolicited advice and the myths around sister-in-law's relationship, this film captures the playful and rather easy-going relationship of a sister and her sister-in-law which strikes an emotional chord.
Lumba Rakhi is a symbol of this relationship where they are sisters-in-choice rather than just sisters-in-law. The film beautifully captures the changing dynamics of their relationship from when the sister-in-law becomes a part of their family and how it coheres into a sweet, nurturing and protective bond akin to how it is between two sisters. For the husband’s sister, her sister-in-law is not just her brother’s life partner but also her own partner-in-crime. Thus with a different take on relationships and the festivity, the film exudes warmth and genuine emotions around this sweet celebration of lumba rakhi on Raksha Bandhan.
Speaking about the campaign, Ranjani Krishnaswamy, GM – Marketing, Tanishq, Titan Company said, “Raksha Bandhan has always been a beautiful occasion to celebrate diverse relationships, their special bonds and reinforce the promise of taking care of someone – and that needn’t be just a brother-sister equation.
#SistersByChoice is our humble attempt to showcase and celebrate the unique tradition of Lumba Rakhi capturing a loving banter between a sister and her sister-in-law that spreads happiness and positivity. With our latest campaign, we hope to celebrate the underlying promise & emotion around Raksha Bandhan which is all about love & care.”
Quoting the film, the Strategy X Creative duo from Dentsu Webchutney, Shambhavi Ramanathan & Binaifer Dulani said, “Women uplifting women is the underlying theme of our times. We’re elated to add a new dimension to the Rakshabandhan conversation by shining the spotlight on progressive womanhood. We’ve challenged the baggage around the dynamic shared by sisters-in-law, and portrayed a newer and more nuanced narrative with #SistersByChoice.”
Blue Dart’s ‘Rakhi Express’ Offer Celebrates Bond Of Love
Blue Dart takes its Group credo of ‘Connecting People, Improving Lives’ further by launching its Rakhi Express offer. The offer, while allowing individuals to connect with their loved ones across the world, aims to appreciate and give thanks to the nation’s COVID-19 warriors who continue to work to protect every Indian citizen.
The offer provides all COVID-19 warriors, sending or receiving a Rakhi shipment at special discounted prices.
The Express Logistics provider is also organizing an exciting ‘Slogan Contest’ at its outlets exclusively for customers booking domestic Rakhi shipments. Customers can fill a form and complete a simple slogan: “Our Family Loves Blue Dart’s Rakhi Express because….”. 10 of the most innovative responses stand a chance to win Smartphones!
Ketan Kulkarni, CMO and Head – Business Development, Blue Dart, says, “The world continues to fight its battle against COVID-19 and its many emerging variants. This year too, the nation will celebrate the festive occasion of Rakshabandhan with strict social distancing norms. The festive seasons’ pomp and grandeur are dialled down as each of us do our part in helping rid the nation of COVID-19. During this challenging time, Blue Dart, stands true to its foundation pillar of Customer Centricity and continues to go the extra mile to bring its customers and their loved ones, closer together, even if they are miles apart – We Move So Your World Can Move.”
He further adds, “Leveraging our market differentiators – our tech-based solutions, our Boeing 757-200 Freighters as well as our colleagues working hard across our HUBs, offices, service centers and our frontline/pilot colleagues, we aim to deliver our customers’ shipment, on time, every time. We understand the importance and the meaning behind sending a rakhi shipment/gift and therefore whether the shipment contains a Rakhi and a note or it contains a large gift, we will ensure it reaches your loved ones in perfect condition and well within time and therefore, If it’s Important, #BlueDartIT.”
Blue Dart will deliver rakhis across its 35,000+ locations across India and the 220 countries and territories its services across the globe, as part of the DPDHL Group. Customers can have an entirely Contact Less Experience with the organization as customers are offered with an array of acceptable payment methods including 16 digital wallets, Net banking, Credit & Debit Cards, Bharat QR Code, and UPI (BHIM).
#DeliverTheLove This Rakshabandhan With Amazon.in
Amazon.in launched #DeliverTheLove - a digital campaign to celebrate Rakshabandhan and the sweet memories of childhood. The campaign unfolds with a digital film that captures the bond between a brother and sister while they prepare for the festivities. It showcases that is it is not just about the gifts you receive but the gestures you express.
Speaking about the campaign, Ravi Desai, Director, Mass and Brand Marketing, Amazon India said, “#DeliverTheLove is a brand idea that was born from a simple realization, that during certain moments in life what matters most is the love you share & the bonds you strengthen… gifts are often incidental. And hence in this campaign, the Amazon brand rightfully steps aside and lets the story of two siblings and their emotions take center stage. The honest, self-effacing voice of the brand clarifies that we can only do so much (deliver your gifts) …BUT it’s you who can #DeliverTheLove. What’s special about this campaign is that it’s been conceptualized completely in-house and struck a chord with a cross-section of India”
The video is an ode to the spirit of Rakhi. Through this campaign, Amazon India aims to spread joy, positivity and love among the people celebrating the festival and remind all siblings to #DeliverTheLove this Rakshabandhan.
Ahead of Rakshabandhan - Amazon.in has launched a specially curated ‘Rakhi Store*’, a one-stop-shop, to help customers deliver the love to their siblings this festive occasion from the comfort of their homes. The Rakhi store offers an array of specially curated products by sellers ranging from Rakhis, fashion & beauty essentials, chocolate hampers, kitchen appliances, puja essentials, food & beverages, Smartphones, TVs, devices, accessories and much more. Click here to view all offers**.
Cadbury Celebrations Strengthens Sibling Bond With #MyFirstRakhi
Cadbury Celebrations, the country’s much-loved chocolate gifting brand, recently announced the launch of a very special campaign for this year’s Raksha Bandhan – #MyFirstRakhi.
Commenting on the campaign, Anil Viswanathan, Senior Director – Marketing, Mondelez India, said, “For years now Mondelez India has been an innate part of festivals and occasions like Raksha Bandhan, and has redefined the joy of gifting and shared moments with Cadbury Celebrations. Through #MyFirstRakhi, we wanted to make a meaningful difference to the lives of these kids who don't get to experience festivals like we do. To celebrate Rakhi you need to feel the touch of its threads and hence we provided a solution to give them a sense of touch. With the focus on spreading happiness and banking on the proposition of ‘Kuch Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, the campaign promises a new start for children who have missed experiencing the joy of celebrating this festival in its truest sense.”
Every year siblings in India celebrate Raksha Bandhan following the traditional rituals of the sisters tying Rakhi, a thread symbolizing the bond they share, and the brothers in return gifting a promise to protect her and that bond all their life. This moment of joy, however, is deeply missed by many children with physical disability in the country. Often these children opt for prosthetic hands to help them build their lives. The journey for them is a long one where, as the child grows up, the prosthetic arms recommended change basis various factors. They typically start with basic prosthetic arms which lack the sense of touch, a very important sensation in their formative years. To make a meaningful difference to the lives of these children and help them celebrate this bond in the most fulfilling way possible, Cadbury Celebrations has partnered with Social Hardware, an organization working towards providing assistive devices and rehabilitation services to underserved communities to develop a unique senor based prosthetic arm that will let children feel the sense of touch, an integral part of growing up. The brand has pledged to provide these low-cost sensor-based hands to many children across the country by continuing to partner with Social Hardware in the coming year.
Building on the same sentiment is the campaign film that beautifully captures the story of a sister and her physically disabled older brother, Shubham who yearns to experience the feeling of a Rakhi tied around his wrist. The feeling is turned around as the brother’s wish is fulfilled with a low-cost sensor enabled prosthetic hand, advised by his doctor. The story sees a sweet end as the dearest older brother spiritedly prepares for the festival, excited to experience his first Rakhi in the most real way possible.
Commenting on the campaign, Sukesh Nayak, Chief Creative Officer – Ogilvy India, said, “Raksha Bandhan is a very special festival celebrated across the country. With #MyFirstRakhi we are helping ensure that every brother who has so far missed experiencing the joy of celebrating this festival, can now feel the bonds of this beautiful relationship on his hand.”
#MyFirstRakhi campaign will be led with a digital film and further amplified through social activations along with innovative OOH advertising.
SKINN By Titan Celebrates Sibling Bond This Rakhi With Manushi Chhillar
SKINN has released a digital video for its #BestSaidWithSkinn campaign to celebrate Rakshabandhan with the renowned pageant winner and upcoming Bollywood Actor Manushi Chhillar and her sister. Conceptualized by Ogilvy South #BestSaidWithSkinn campaign celebrates the beautiful bond of sibling love with a nostalgic twist and presents fine fragrances from SKINN by Titan as the most thoughtful gift for your siblings in this season of gifting.
The digital video portrays a very relatable bond between the gorgeous star Manushi Chhillar and her elder sister Dewangana. As the sisters reminisce about their childhood memories, argue over the TV remote, and make fun of each other, their strong bond of siblinghood shines through showing how they always have each other’s back. SKINN fragrances become a significant part of this emotional journey full of memories and love as Manushi gifts them to her sister Dewangana to celebrate their bond with beautiful fragrances.
Kanwalpreet Walia, Marketing Head, Fragrances and Accessories Titan adds, “Rakshabandhan gives an opportunity to celebrate our siblinghood. Gifts play an important role in conveying this heartfelt gratitude and rejoicing memories of time spent together. Fragrances in specific bring back loving memories and spark joy, hence when words fall short it is #BestSaidWithSkinn.
With this digital video we celebrate the bond between siblings, and show how real sibling stories look like with Manushi Chhillar and Dewangana. Their conversation is full of mischief, love and sheds light on how they are each part of a whole, and irreplaceable to each other. It also hints at picking the best perfume that helps rejoice the special bond with your sibling”
This light-hearted tete-a-tete with laughs between Manushi and her sister bright up the whole mood and celebrates the irreplaceable relationships between them.
Lomotif Gives A New Reason To Celebrate This Rakhi
Phoolo ka, taro ka, sabka kehna hai. Ek hazaaro mein, meri behna hai. The iconic song, and rightly so, well and truly establishes the fact that brothers and sisters are as close as hands and feet. This love-hate relationship has time and again transcended distance and time and more recently, even the pandemic. With Rakshabandhan just a few days away, Lomotif’s latest campaign, #LOMORAKHI gives siblings the chance to connect. Be it spending quality time with them under the same roof or being far away, Lomotif’s campaign, which culminates on August 23, will ensure that you celebrate with your brother and sister like never before.
Lomotifs’ #LOMORAKHI campaign is a nationwide initiative that will present creators across India with the chance to create fun remixes by using videos showcasing their bond with their sibling with the help of Lomotif’s curated playlist. The playlist will feature songs that describe the idea of having fun and taking it easy when in the company of your siblings. The remix videos can be made all the more engaging with the GIF’s curated for Rakshabandhan on Lomotif. All that one has to do is to subscribe to the official #LOMORAKHI channel and post their videos using the hashtag #LOMORAKHI on the campaign channel in the app and tag @lomotif_india.
Your e-mail information will not be shared with anyone else. And it will be used only to send out our latest news.
BW Communities is an array of business news websites targeted towards niche communities and readers across various industries